"Are you experienced?"

Our entire existence on this planet is comprised of experiences. We ride a bike, fall off a bike, we travel, we meet people, we see and feel things for the very first time. All of these experiences fluctuate and most of them are done with a decision process.

So how do marketers tap into the experiences so that they are part of your decision making process? The main level of experience is called 'peak experience'.

Peak experiences involve a heightened sense of wonder, awe, or ecstasy over an experience.

The first type of ad, called "logical persuasion."

Logical persuasion presents facts about the product, such as, "This can contains no sugar" or "this car gets 42 miles to the gallon"

The second type of ad is referred to as "nonrational influence" because it circumvents consumers' conscious awareness by depicting a fun, vague or sexy scene that seems to have nothing to do with the product.

Everyone knows the ad where 25 seconds is devoted to someone dancing around seductively and at the end of the ad the product shows up. No rhyme or reason but gets you believing that this product is associated with that experience.

So what is the rational or nonrational choice for a marketer to get their message out there? First, determine what your audience is comprised of....are they interested in experiences and not functional needs of a product? If that's the case then surround your product/service with the life experiences that your audience gravitates to. Music, travel, stage, dining....the product will be secondary but the visuals will connect with your group on a subconscious level.

Now...just because rational sounds a bit....boring....it doesn't have to be. More often than not there is a sense that audiences are interested in the functionality or details of a product because then they bring it into their own world (experience). They do not need to be subjugated with experiences that are not related to product....they are more interested in how can this product benefit my experience?

The key is to always have a sense of who you are speaking to and when you do speak make sure you are treating your audience with respect....they are smarter and more...experienced than you might think. Unlocking that key will open your messaging up to a whole new experience!